Operation MVB. What does it take to craft a 'minimum viable brand' as a healthcare start-up?

MISSION BRIEFING: 
OPERATION MVB. 
WHAT DOES IT TAKE TO CRAFT  
A MINIMUM VIABLE BRAND AS  
A HEALTHCARE START-UP?
Dr. Carsten Totz 
Strategy Director - think moto GmbH
Hauptgefreiter d.R. - German Air Force
MESH Camp Berlin
September 18, 2014
Photo: www.offdutygamers.com

Strategic design agency with a focus on digital media. 
Concept and design of branded interactions -
as interfaces, products, services and identities.  
10+ experts in brand strategy, user experience and interaction design,
visual and interface design, creative development and
projectmanagement.
Web: www.thinkmoto.de
Blog: www.brandnewthinking.de

3
VS
BRANDINGUSABILITY
„as PARTICULAR  
as possible.“
„as HABITUAL  
as possible.“
BIxD
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014

4
WE KNOW A LITTLE BIT ABOUT BUILDING BRANDS…  
FOR START-UPS AND/OR HEALTHCARE PROVIDERS, TOO.
Bookwire
eBook-Publishing Internet-of-Things Furniture
Dental Clinic Orthopedic Surgery
Quantified Self
START-UPS
HEALTHCARE
Dental Clinic

5
BRANDING.
WHAT IS IT ALL ABOUT?
WHY IS IT IMPORTANT - FOR YOU?
MVB - MINIMUM VIABLE BRAND.
WHAT DOES IT TAKE?
HOW TO DO IT?
1
2

6
BRANDING.
WHAT DOES IT TAKE?
HOW TO DO IT?
1
2

WHAT IS A BRAND?
7
?
origin today
… make
… communicate
… deliver
company
product
service
behavior
performance
communications
promise
image
story
logo
identity
experience
interface
…

8
BRANDING. WHAT’S IT ALL ABOUT?
CONSUMER MARKETS & CULTURE
CRISIS OF INSTITUTIONS
INTEGRATED MARKETS
ECOSYSTEMS
ABUNDANCE
ETC.

9
BRANDING. WHAT’S IT ALL ABOUT?
BEING DIFFERENT, BEING UNIQUE, BEING BETTER.

10
BRANDING. 
BENEFICIAL FOR CONSUMERS.
NOT JOKING, IT’S A MATTER OF FACT.
 
FUNCTIONS OF  
A BRAND FOR A  
CONSUMER:
EFFICIENCY 
simplified information retrieval and processing
RISK REDUCTION 
reduced risk to take a „bad“ decision
SYMBOLIC BENEFITS
enrichment of individual or social life 

11
 
FUNCTIONS OF  
A BRAND FOR A  
COMPANY: 
TARGETING 
specific address and appeal
PREFERENCE 
mental monopoly, activation, loyalty
PROFITABILITY 
price premium, lower acquisition costs 
BRANDING. 
BENEFICIAL FOR COMPANIES, TOO.
WHAT A SURPRISE!

12
beneficial for every relationship. 
CONSUMERS (B2C) 
CLIENTS (B2B) 
EMPLOYEES 
INVESTORS 
PARTNERS 
ETC. 
BRANDING. 
BENEFICIAL FOR ALMOST EVERY BUSINESS-RELATIONSHIP.
THAT’S REALLY A SURPRISE FOR MOST PEOPLE!

BRANDING.
BUSINESS’ VALUE CREATION MACHINE.
BELIEVE IT OR NOT, IT REALLY WORKS!
13
+28%
$ 98 Mrd.
+34%
$ 93 Mrd.
+2%
$ 79 Mrd.
+4%
$ 79 Mrd.
+3%
$ 60 Mrd.
+7%
$ 47 Mrd.
+5%
$ 42 Mrd.
+20%
$ 40 Mrd.
-5%
$ 37 Mrd.
+17%
$ 35 Mrd.
1 2 3 4
8 96 7
5
10
INTERBRAND
BEST GLOBAL  
BRANDS 2013
CHANGE
BRAND VALUE#

14
BRANDING.
BUT HOW TO STAND OUT? 
HOW TO BE DIFFERENT, UNIQUE & BETTER?
name
logo
color
identity
price
quality
service
interaction
experience
communications
etc.
HOW DO WE MAKE OUR
BRAND UNIQUE? HOW  
DO WE STAND OUT?

15
BRANDING.
WHAT DOES IT TAKE?
HOW TO DO IT?
1
2

16
BRANDING & BRAND MANAGEMENT: 
THERE’S NO ONE-SIZE-FITS-ALL-SOLUTION.
BRANDING BY 
PLANNING 
// strategic, product
portfolios & life-
cycles etc.
Gillette
Henkel
Nestlé
P&G 
Unilever
BRANDING BY 
IMAGERY 
// functional, ad
campaigns, creative,
iconic etc.
American Apparel
Absolut
Beck’s
H&M
Sony
BRANDING BY 
EXPERIENCE
// exceeding, human,
surprising, touching
etc.
AirBNB 
Amazon
Apple
MyTaxi
Starbucks
BRANDING BY 
SELF-
EXPRESSION
// cooperative,  
fluid, fast-paced,
participatory etc.
Burton
Converse
Mini
Vans

17MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
MVB CANVAS™
BUILD, TEST, AND ITERATE YOUR MINIMUM VIABLE BRAND
MVB
STORY
ARTIFACTS INVITATION
BELI
EFS
/ VALUES
RALLY POINT
YO
UR
W
HY
MEDIUM
MESSAGE
CHANNELSFEEL(INTERACT)
EXPERIENCE
SEE(VISUAL)
ORGANIZATION:
PERSONA SEGMENT:
DATE:
ITERATION NO:
VITALS
This work is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit:
http://creativecommons.org/licenses/by-nc-sa/4.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
Jeremiah Gardner & Dee Copeland Patience
From The Lean Brand | LeanBrandBook.com | #TheLeanBrand
DESIGNED BY:
source: Jeremiah Gardner & Dee Copeland Patience, The Lean Brand

18
… BUT ONE THING IS CLEAR-CUT:  
YOU WON’T CREATE A STRONG BRAND WITHOUT  
A BRAND STRATEGY THAT IS BACKED BY A BUSINESS STRATEGY.
logo
name
slogan
visuals
may help to 
… identify company, product, service etc.
… appear professional
… deal with short-term communicationsBRAND
BUSINESS

19
OUR BIXD-PROCESS: STEP BY STEP TOWARDS 
INTERACTIONS THAT STRENGTHEN YOUR BRAND.
TODAY’S FOCUS
DISCOVER 
ANALYSIS
DEFINE
STRATEGY
DESIGN 
CONCEPT & DESIGN
DELIVER
PRODUCTION & 
DOCUMENTATION
DISTRIBUTE 
ROLL-OUT & 
EVOLUTION

20
DISCOVER: UNDERSTANDING THE INTERPLAY OF FACTORS  
INFLUENCING BRANDED INTERACTIONS.
 
 BUSINESS USER
BRAND
- vision & values
- promise
- behavior
- offering
- appearance
- story
- business model
- competitors
- product & services
- customer-life-cycles
- touchpoints
- applications
- content
- task
- activity
- context
- culture
- lifestyle
- demographics

fixed
variable
externalinternal
21
DEFINE: A SOLID STRATEGY IS THE FOUNDATION OF YOUR BRAND.
YOU DON’T WANNA BUILD ON SAND!
BRAND VISION
What do we want our brand to
become?
BRAND PROMISE
What is our commitment 
to our customers, our 
employees and  
the world?
BRAND DELIVERY
How do we intend to fulfill 
our commitment and  
what actions will we take?
BRAND POSITIONING
How do we want to be
perceived and what  
are our competitive
advantages?
Source: Mootee, 60 Minute Brand Strategist, p. 182
BRAND PERSONALITY
What is our character, what
drives us and how do we  
behave and interact?
+

22
DEFINE: BRAND VISION.
HOW DOES YOUR BRAND SUPPORT YOUR CORPORATE STRATEGY? 
WHAT DO WE WANT OUR BRAND TO BECOME?
„… our vision is to create a better everyday life  
for the [sic] many people. Our business idea 
supports this vision by offering a wide range 
of well-designed, functional home furnishing 
products at prices so low that as many people 
as possible will be able to afford them.“
„To bring inspiration and innovation to  every athlete* in the world.
*if you have a body, you are an athlete.“

23
DEFINE: BRAND MEANING (OR PROMISE).
HOW DO YOU IMPROVE THE LIFE OF YOUR CLIENT?
BRAND  
MEANING
MISSION  
STATEMENT
external perspective, client’s point of view internal perspective, organizational point of view
essence of the brand’s benefits  
(functional and emotional)  
experienced through a brand’s 
products and services
direction and objectives of a brand
saying you „add value“  
is not enough…

THE OTHERS
24
DEFINE: BRAND POSITIONING.
… OF COURSE YOU’RE BETTER, BUT IN WHAT WAY AND FOR WHOM?
mainstream
elite
progressive
conservative
1
who are your (direct and indirect) competitors ?
what are the reasons people buy from them?
what is the competitor position in the market?
2
what is the current position of your  
company, product or service?
what position can you achieve, realistically?
3
what specific attribute or quality of your product  
or service makes you unique and desirable?
YOU
DIFFERENTIATOR
keep itreal, staytrue!

THE OTHERS
25
mainstream
elite
progressive
conservative
1
who are your (direct and indirect) competitors ?
what are the reasons people buy from them?
what is the competitor position in the market?
2
what is the current position of your  
company, product or service?
what position can you achieve, realistically?
3
what specific attribute or quality of your product  
or service makes you unique and desirable?
YOU
DIFFERENTIATOR
keep itreal, staytrue!
„The professional/ trustworthy/ passionate leader/ partner/ expert in/for  innovative/ state-of-the-art/ efﬁcient  healthcare solutions.“
If your positioning statement goes like this:
Throw it away and start again!
DEFINE: BRAND POSITIONING.
… OF COURSE YOU’RE BETTER, BUT IN WHAT WAY AND FOR WHOM?

26
DEFINE: BRAND PERSONALITY.
HOW DOES IT FEEL INTERACTING WITH THE BRAND?
WHAT DRIVES HER/ HIM, HOW DOES SHE/ HE BEHAVE?
Look &  
Feel
Information 
Architecture
User
Guidance
Motion &  
Interaction
empathic determined efficient
VERBAL DESCRIPTION
„
„
[Brandname] is a 45 year old male, top-educated and  
extremely experienced. He lives with his wife and two 
kids in a spacious house in Munichs suburbia. The interior 
of his house is bright, welcoming and ‚scandinavian‘ -  
mixing inherited furniture with design icons. […]
He is healthy and in a very good shape. He loves to spend 
spend time outdoors - hiking, running, mountain biking.  
Being on vacation means to do something, to be active, 
to sail in the mediterranean or crossing the Andes. […]
BRAND FILTER

fixed
variable
externalinternal
27
THE STRATEGIC FOUNDATION GIVES STABILITY.
LET’S BUILD THE HOUSE!
BRAND VISION
What do we want our brand to
become?
BRAND PROMISE
What is our commitment 
to our customers, our 
employees and  
the world?
BRAND DELIVERY
How do we intend to fulfill 
our commitment and  
what actions will we take?
BRAND POSITIONING
How do we want to be
perceived and what  
are our competitive
advantages?
source: Mootee, 60 Minute Brand Strategist
BRAND PERSONALITY
What is our character, what
drives us and how do we  
behave and interact?
+

28
DEFINE & DESIGN: OUR BRAND MODEL.
THE THINK MOTO BRAND BIOS.
OFFERING
BEHAVIOR IMAGE
STORY
MEANING
USP
The narrative, that tells a story
about the origin, the myths, the
legends and the cornerstones of 
a brand.
The goal: CREDIBILITY.
The brand identity, that expresses
the essence and promise of the
brand visually.
The goal: UNIQUENESS.
The behavior, the interactions that
express the personality and
character of a brand
The goal: EXPERIENCE.
The offer, the selling point - defining
the value and benefits of the brand
for the human being.
The Goal: RELEVANCE.
Benefits
RtB
Performance
Archetype
Imagery
Name
Logo
Colors
Packaging
Product  
Design
UX
BX
Scripts
Advertising

29
DESIGN: BRAND IDENTITY - NAME. 
THE BEGINNING OF A CONVERSATION  
AND ESSENCE OF YOUR STORY.
HELLO
MY NAME IS
?
DIFFERENTIATING
‚cos there’s too much „same same“ out there
STORYTELLING 
expressing the brand personality and tonality
EASY  
to understand, write, pronounce & memorize
PROTECTABLE
or at least „ownable“
INTERNATIONAL
suitable in different cultures and languages

30
DESIGN: BRAND IDENTITY - NAME. 
THINK MOTO CASES.
HELLO
MY NAME IS
?
iThings4U -> relayr
COMPANY: Internet of Things
assistr, heatr, homr
PRODUCTS: Internet of Things
sayHEY
SERVICE: Instant Smart Messaging
All-On
MOBILE TARIF: High Data-Volume

31
DESIGN: BRAND IDENTITY - LOGO. 
THE VISUAL CORE OF YOUR STORY - … 
GENUINE
expresses essence or trait of your company, unique
DEEP 
unfolds deeper meaning/aspects, surprising, sophisticated
SIMPLE  
uncluttered, not too much detail, works in black & white
SCALABLE
should work in small and large sizes, in every medium
BALANCED
harmonious, pleasing the eye

32
DESIGN: BRAND IDENTITY - LOGO. 
THE VISUAL CORE OF YOUR STORY -  
…WILL CHANGE OVER TIME, FOR SURE.
t

DESIGN: BRAND IDENTITY - COLORS.
A MIGHTY TOOL, WHEN DEPLOYED  
BY THE BOLD AND BRAVE.
TelcoChocolateCreme Softdrink Coffee
Rental 
Cars
„
„
There are more valid colors for healthcare
companies than BLUE & WHITE! It’s not just
about expressing “serious“, “trust“ or
“clinical“ - it’s about empathy, quality-of-
life, optimism, change etc., too. Clarify what
your offer is all about (for the client), define
your focus, balance the colors, explore
different shades… don’t go for the too
obvious, be courageous.

34
DESIGN: BRAND IDENTITY - IMAGERY.
THERE’S NO GENERAL RIGHT OR WRONG*.  
IT HAS TO EXPRESS YOUR BRAND PERSONALITY.
two  
top-notch  
dental  
clinics
two  
different  
brand  
personalities
*well, maybe genericstock-photographyis yet wrong
source: www.winau-mag.de source: www.implaneo.de

35
DESIGN: BRAND EXPERIENCE - PACKAGING. 
WHAT IS YOUR PRODUCT WEARING?  
WORKWEAR, CHEAP CHIC OR HIGH FASHION?
a statement 
about your
personality

36
DESIGN: BRAND EXPERIENCE - DIGITAL INTERACTIONS. 
MAYBE THE MOST IMPORTANT TO BUILD (OR DESTROY) A BRAND TODAY.
JOY  
OF USE
ADRESSING  
EMOTIONAL NEEDS
SENSITIVITY FOR CONTEXT 
& ‚JOB TO BE DONE‘ 
COMMUNICATION
OF USP & VALUE
MAKING THE SERVICE
ACCESSIBLE & USABLE
What App promises  Joy-of-Use?
For what App wouldyou spend  € 2 ,69?

CRAFTING YOUR MVB - MINIMUM VIABLE BRAND.
FOCUS ON WHAT TRULY MATTERS.
POSITIONING
OFFERING
NAME
(USER) EXPERIENCE
IMAGERY
STATIONARY
STORY
LOGO
„I suppose, there are more important  
challenges to tackle at the moment.“
„Take it seriously,  
don’t build on sand!“
„Put some effort on it,  
it pays of. Trust me.“
„Well… better to have a good one,  
but can grow over time.“
CAUTION: THIS CHART WILL  DESTROY ITSELF  IN 30 SECONDS!
WHY
HOW
WHAT

38
„Branding, now more than ever, is about owning the idea,
putting it at the heart of the organisation, and enabling it
to spread across all touch-points and channels, no
matter how much the media landscape changes.
It’s not simply a copy-paste of graphic principles. It’s
experiential. The logo isn’t dead, it’s just irrelevant.“  
(Jason Little, Creative Director, Landor Associates London)

39
BRANDING.
BUSINESS’ MOST POWERFUL TOOL TO CREATE  
VALUE FOR (ALMOST) EVERY RELATIONSHIP.
A START-UPS PROOF-OF-CONCEPT FROM  
A COMMUNICATIONS/ USER PERSPECTIVE.
1
2

THANK YOU VERY MUCH.
DISMISS!
CONTACT:
Dr. Carsten Totz 
Strategy Director 
Tel. +49 30 8101 2006 
carsten.totz@thinkmoto.de
Anna Kubitza 
Account Director 
Tel. +49 30 8101 1998 
anna.kubitza@thinkmoto.de
www.thinkmoto.de 
www.brandnewthinking.de

Operation MVB. What does it take to craft a 'minimum viable brand' as a healthcare start-up?

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